If a manager or director of a company has already installed a CRM strategy to their business then they should already be fully aware that the instillation of the strategy is not the end; there are other decisions to consider, and CRM is a strategy that is always evolving. The only definition of the strategy that this article will offer is an opening out of the initials: CRM stands for Customer Relationship Management, and it is a strategy that improves the relationship between the employees of the company and the customers.
Now the article will look at the changes that 2013 will bring to the strategy. These trends will be as relevant to those already employing the strategy and looking to revamp their CRM system, and to those who haven't yet employed the strategy and are looking to change their business structure. These following trends will affect the business market in a big way this year:
- Untamed processes are going to be given far more attention to. In the past, companies concentrated their attention on the more isolated front office and BPM projects. But in recent times there has been a movement toward cross-functional transformation ones. This is going to be even more the case in 2013. This will give support to the untamed processes of customer management that that before now were almost invisible. A CRM system improves the experience of the customer. This trend is a promise to the attention to detail that CRM is so famous for.
- Implementation is being upper scaled to enterprise levels. There are a number of software and management development strategies and philosophies that are going to be more agile in their structure than they have before. The agility is achieved by improving the development process, which, in practice, is achieved by ensuring that the collaboration is fluid between departments of the company.
- Social CRM is being improved constantly. Social CRM is making the best use of interactions between company and customer over Social Media. Spotlighting is a great way that companies are using to demonstrate business value. A company can learn a lot from Social Media, so Social CRM is a great asset.
- Mobile apps are being used by companies to empower their employees and their customers to never before seen levels. The modern CRM systems (as webCRM's CRM for an example) are defined by their ability to make mobile CRM an effective way of improving one's business. The components of a mobile CRM system will be realigned to be a more prodigious factor than before, and the entire system will be more targeted and concentrated than it has previously been.
- Marketing technology is the key force behind customer engagement. A significant amount of time and money is being invested in marketing strategies, because it is now seen as an even more important method of improving customer interaction. As customer interaction is the core of CRM, this is essential. These trends will be used in 2013 to make CRM a more powerful tool for companies to make the most of.